The average young Asian spends three hours on instant messaging a day, one and a half hours on emails and 1.4 hours taking part in various online community activities. The average young Asian accesses the Net 4.8 times a week; while two-thirds of Asians in the 15-24 age group use it on a daily basis, a Synovate survey on Young Asians has found.
The second annual Synovate Young Asians survey, conducted in conjunction with MTV, Microsoft Digital Advertising Solutions and Yahoo!, provided a comprehensive picture of the lives of young Asians aged eight years to 24 years, revealing their product ownership patterns, spending habits, favourite brands, idols and aspirations.
An entirely digital generation, today’s young Asian accepts computers, mobile phones and MP3 players as the norm and views the Internet as fundamental to their lives. Fuelling their desire to stay connected and central to their communication with peers, the web enables young Asians to exchange music, keep in touch with friends and news, and make product purchase decisions. This is especially prevalent among 15-24 year olds.
This group used the Internet to search for information (81 per cent), correspond interactively (76 per cent), download music, videos or software (72 per cent), access search engines (68 per cent), listen to the radio or music (52 per cent), and play online games (41 per cent).
“Since the Internet is now an inevitable part of the lives of Asia’s youth, advertisers need to communicate with them through fresh, new ways. With its interactive and targeting capabilities, the Internet provides an ideal brand and promotion platform to target and engage with youth,” Ivy Wong, Senior Director, Asia Pacific Sales, Yahoo! Asia, said.
“It is key for marketers to further integrate online media as driving factors of their brand campaigns as more young Asians consider the Internet indispensable for information and daily interaction with their peers,” she added.
And it’s clear that for this generation much of their media is new, with 48 per cent of 15-24 year olds viewing or contributing to a blog in the past 30 days, 45 per cent having accessed a personal homepage, and 14 per cent of young Asians participating in online dating in the past month.
Relationships are key – with family, friends and the future – the three areas that young Asians rate as most important to their lives. And while online communication helps keep many of these vital relationships going, when it comes to connecting, phone calls, face-to-face time and SMS are the preferred options. Only 1 per cent of young Asians will now take the time to write a letter to connect with friends or family.
Despite their digital life, some things in young Asian worlds are the same as it was for their predecessors. Although 52 per cent turned to the Internet for entertainment purposes in the past 30 days, a greater number had turned on the television (87 per cent), listened to music (66 per cent), participated in some form of sport (64 per cent) or read a book or magazine (61 per cent).
“Companies hoping to win the minds and wallets of this unique generation of consumers need to understand how they think, why they act and what they buy. This survey arms marketers and advertisers with this complex information, enabling them to make savvy, targeted marketing decisions,” Wu said.
Synovate Young Asians is an industry-wide tracking survey conducted across 10 Asian countries – China, Hong Kong, India, Indonesia, South Korea, Malaysia, the Philippines, Singapore, Taiwan and Thailand. Young Asians provides detailed information on consumption and attitudes from childhood to early adulthood to meet the needs of regional media, marketing and advertising specialists.